1. Building A Learning Brand.
Logo
Tagline
Elevator Pitch
Product and Service Descriptors
Campaigns and slogans
Validation—Case studies, Customers
Name
Definition: The practice of creating a name, symbol or design that identifies and differentiates a product or a group of people
Simply put, your brand is your promise to your customer.
Your brand is derived from
who you are,
who you want to be and
who people perceive you to be.
Deborah DeNure | |October 25th 1:30-2:30 PM | Fiesta 6

2. Get a great logo. Evolve It Develop Tagline
Deborah DeNure | |October 25th 1:30-2:30 PM | Fiesta 6

3. PITCH IT Brand Adjective Exercise
Poll Which Brand & Tagline represents your learning team?
Nike – Just Do IT
Apple – Think Different
BMW – The Ultimate Driving Machine
Tesco – Every Little Helps
Bounty – The Quick Picker Upper
Audi: “Vorsprung durch technik” (“Advancement Through Technology”)
There is no substitute
Think Small
LOGO
Tagline
The Power to Surprise
Deborah DeNure | |October 25th 1:30-2:30 PM | Fiesta 6

4. FEATURE Elevator Pitch (The Art and Science) What it is …
Need: What does the customer need to solve or prevent problems or achieve goals
Benefit: What is does for them – a bridge b/t a product feature and a need
Feature: What it is – an aspect, characteristic, or physical component
What it is …
A brief introduction to anything
A table of contents; not the whole book
A non-technical explanation
A barometer of interest
The start of a conversation
138 words
.36 seconds
FEATURE
Deborah DeNure | |October 25th 1:30-2:30 PM | Fiesta 6

5. Advertising Learning Opportunities
Advertising positions a product or service against that of competitors to convey a brand message to consumers and to enhance its value in the consumer's eyes.
Emotional in nature and the objective is to create an enduring brand image
Brand equity and identity typically develop over the longer term
indirect and subtle methods to create a brand image
Market/Campaign/Slogan
Layout - Z Strategy
Reader Centered
Zombie Game Promo
Promotional Techniques Handout
Copyright 2013 by Langevin Learning Services
Deborah DeNure | |October 25th 1:30-2:30 PM | Fiesta 6